INFLUENCER marketing across the Asia-Pacific has evolved from a brand awareness tool into a performance-driven channel that directly influences trust, purchase intent and measurable commerce outcomes, according to a new report from AnyMind Group.
The technology firm said brands were gradually deploying influencers as performance partners across the consumer decision journey amid growing pressure to optimize returns on marketing spend.The study used first-party data from the AnyTag influencer marketing platform, covering nearly 7,000 influencer marketing campaigns and over 1.1 million influencers across 10 Asia-Pacific markets including the Philippines, Singapore, Japan, Indonesia, Thailand and Vietnam.It analyzed full-year influencer activity in 2025 alongside a review of campaigns executed since 2023.Data showed that while awareness-focused campaigns continued to account for the majority of activity, outcome-driven campaigns grew sharply over the past three years.Performance-led influencer marketing represented 42.47 percent of total tracked campaigns in 2025, up from 30.67 percent in 2024 and 28.24 percent in 2023, signaling an acceleration toward commerce-linked objectives.The report also noted that the shift reflected how brands were increasingly leveraging influencers to drive engagement, consideration and downstream conversion, rather than visibility alone.Platform trends also underscored the move toward performance as TikTok emerged as the dominant influencer platform across much of Southeast Asia, accounting for 66 percent of campaigns in Thailand, 64.3 percent in the Philippines and 62.9 percent in Vietnam.However, platform strategies remained market-specific, like in Malaysia, where influencer activity was more evenly split, with Instagram accounting for 47.7 percent of campaigns and TikTok close behind at 44.4 percent.Japan also saw increased TikTok adoption, with campaign usage rising 16.3 percent in 2025, following the launch of TikTok shop, though Instagram remained the leading platform at 56.4 percent.Instagram continued to dominate influencer marketing in several other markets, including Taiwan, where it accounted for 57.7 percent of campaigns, and Hong Kong, which showed a more diversified platform mix.
